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How to Create Targeted Ad Creative: Putting Together 5 Images and Reels

Important

와디즈

Updated: August 11, 2026

Take this with you!

Prepare more than five materials that show different charms than similar advertisements.
I recommend using not only images but also 9:16 vertical images.
You can continue to expand by transforming well-made materials without having to keep making new ones.

Meta AI (target advertising) compares the responses of different materials and learns which materials work well for a person. In fact, the data released by Meta also showed higher performance improvement when visually differentiated materials were used. So, what materials should I prepare for my project? From the first advertisement, I will tell you five materials that can be produced right away and how to organize images and relaxes.

Meta's Advertising Material Performance

Indicator	Figure	Meaning
Increased performance of visually differentiated materials	32%	It's more effective than visually similar materials (2%)
9:16 recommended weight of video with audio	20% or more	The CPA was lower than this
Cost of using Advantage+ exposure locations	Save 12%	It reduces the exposure position compared to the case of limited exposure
Purchase experience after watching Reels	79%	It's based on Reels' audience response

* The above figures are based on the data shared by Meta, and the actual results may vary depending on the category, material, and target.
* The Advantage+ exposure location has already been applied at the Wadiz Ad Center, so there is no part for the maker to execute.

1. Why do we need to prepare a variety of advertising materials

Meta AI compares and learns which materials people respond better to. That's why it's important to prepare at least five different materials rather than running just one material. In actual Meta data, 32% of visually differentiated materials showed performance improvement, while only 2% of visually similar materials showed performance improvement. The same goes for the ad format. Advertisements using both images and videos showed about 50% higher performance than those that did not. The key here is not to fill five, but to make five different ones.

2. Showing the same product with different motivation to buy

Even the same product has different reasons for wanting to buy it. Someone wants to solve the inconvenience, someone is curious about the new feature, and someone else decides their mind by looking at the benefits or reviews. Therefore, the visual and message of the advertisement can be organized differently depending on what motivation to purchase is emphasized. Meta explains that operating various concept materials together in this way helps AI find and expose advertisements that are more suitable for various supporters.

Composition of 5 base materials

Material Type	the motivation for purchasing supporters	What I'm going to show you
Problem Solving Type	"I want to solve this inconvenience"	Unconvenient before use → resolution scene
Functional demonstration	"I want to experience new features"	How the core functionality works
Comparison/Costability ratio	"I want to find a better product"	Differences, prices, and performance ratios from existing products
Reliable type	"I want to buy a proven product"	Post-examination, certification, and development process
benefit type	"I want to buy it with benefits"	Early bird, coupon, limited quantity

For example, if you advertise a tumbler, you can make it like this.

Problem Solving — If you were uncomfortable with a tumbler that still smells like coffee even after washing every day
Functional demonstration — Video of the process of cleaning coffee on ceramic coating surfaces
Comparison and cost ratio — Compare coloring and cleaning differences between regular stainless steel and ceramic coatings
Reliable — Show 30-day usage tests and real-world reviews
Benefit type — Emphasize 30% Early Bird for 100 people on the first day of opening

If you show 'why you want to buy' differently even for the same product, AI can find and show advertisements that fit each person better.

3. Registering images and videos together

Each person consumes a different amount of content. Some people see images quickly in their feeds, while others see videos in their releases or stories. So, rather than focusing on just one image format, I recommend preparing images and videos together. In particular, the cost per conversion was lower when the 9:16 vertical image with audio was more than 20% of the total material. If you prepare five materials, make a 9:16 vertical video with at least one audio so that the advertisement can reach a wider variety of supporters.

Recommended composition of 5 materials

Number	Formatting	Content of the subject matter
1	9:16 video with audio	Functional demonstration
2	9:16 video with audio	Actual use or benefit type
3	4:5 Image	Problem Solving Type
4	4:5 Image	Comparison/Costability ratio
5	1:1 Image	Reliable type

4. The three basics of Reels video

More than 60 percent of Facebook and Instagram's time is spent watching videos, and more than 4.5 billion releases are shared every day. In addition, 79% of Reels viewers said they had experience purchasing products or services after watching. Therefore, when making five materials, it is better to see the vertical video in the main format, not in the selection.

① 9:16 Vertical Screen

Produce the Reels and Story screen in a 9:16 ratio so you can fill it with no empty space. The recommended resolution is 1440x1800 pixels.

② With audio

Use voice, sound effects, and background music together rather than just showing the video. It is better to show the key phrases together in text so that viewers can understand without turning on the sound.

③ Compliance with the safety zone

Account name, button, and explanatory text can overlap at the top and bottom of the screen. Place important copies and products in the center of the screen safety area.

+ Showing the core in the first 3 seconds

In video advertisements, the first scene is the most important. Present eye-stopping scenes or sentences in the first two seconds, and the biggest advantage of the product within three seconds.

example

"Are you repeating this every day?"
"All set up in 3 seconds"
"Listen directly to the difference in noise from regular products."
"N users said this."

+ What's good to add to Reels

Take advantage of one of the quick screen transitions, audio production, text overlay, real person appearances, product usage scenes, and pre- and post-use comparisons. Meta explains that these Reels-specific elements help reduce scroll churn and increase the likelihood of clicking and switching.

5. Expanding a good material

Meta recommends an operating system that continuously increases the volume and diversity of materials. However, just because you prepare various materials, you don't have to make new materials every time. The images and videos you already have can be used as new materials by changing the first scene, copy, and format.

Method 1. Change only the first two seconds

If you've made one main video, make several versions by changing only the first scene and the first sentence. It's an uncomfortable question, starting with a key figure, starting with an operation scene, and starting with a later sentence. It can be expanded to four test materials without having to shoot a new video.

Method 2. Change Format

If you capture the strongest scene in the video and add a copy, you can use it as a 4:5 or 1:1 image. Conversely, adding movement, text conversion, and audio to the product image can make it a short 9:16 vertical image. If you put a product or person in the center of the screen from the first time you shoot it, it's easy to transform into 9:16 → 4:5 → 1:1.

6. Change the message according to the project phase

The core advantages of the product are the same, but the reasons for the supporters to act vary from project to project.

Stage	a message to highlight in the material
Scheduled to open	Problems, core functions, and notification application benefits
Right before the opening	Open date, early bird, limited quantity
The first three days after opening	Current Achievement Rate, Actual Benefits, Engagement CTA
the middle of funding	Review, use scene, test and verification data
Close to the deadline	End date, last benefit, coupon expiration

For example, the copy of the same function demonstration video may vary depending on the stage of the project.

✍️ Example of a Tumbler commercial copy

Coming to Open — Ceramic Tumbler That Doesn't Smell Out, Apply for Notification and Meet First.
Open Day — Open today. We offer 30% early bird for the first 100 people.
Mid-funding — Reveals wash differences identified by actual supporters, reviews of use.
Close — 3 days to end funding. This project's limited benefits will also end soon.

Final Checklist Before Registering Advertising Materials

Isn't the material that only changed the phrase in the same picture repeating itself?
Did you prepare materials containing different motives for purchasing?
Did you change the copy to fit the project stage?
Did you prepare the images and videos together?
Is there more than 1 9:16 video with audio?
Did you place the important product and copy in the vertical video in the center of the screen?
Attracting your eyes in the first 2 seconds, showing your core strengths in 4 seconds?
Do you have any plans to use additional materials that perform well?

Frequently Asked Questions (FAQ)

Q. How many target advertising materials are appropriate?

A. I recommend at least five different materials. If it's hard to make five from the beginning, you can start with at least three, but it's important to prepare materials with different purchasing motives and formats rather than just changing the wording of the same image.

Q. Can I register just 5 images?

A. It's possible, but the mixed campaign that uses images and videos together showed higher performance. If possible, also register a 9:16 portrait with audio.

Q. 9:16 How many vertical images do I need?

A. In the data, we recommend more than 20% of 9:16 video including audio. If you have five materials, you need at least one. If you want to compare the reaction between the image and the video sufficiently, you can prepare two.

Q. What do I do if it's difficult to shoot a video?

A. You can make a short vertical image by adding motion, text conversion, and audio to the existing product image. It is also a way to utilize the core scenes of the detailed page GIF or the existing product video.

Q. Is it a different subject even if I register the same video in multiple proportions?

A. It can be exposed to a wider variety of pages, but it's hard to say that it's completely different if the purchase motivation and message are the same. In addition to the format, try to organize the first scene or key message differently.

Q. When should I replace the material?

A. If you change it frequently before the results are accumulated enough, your learning can be shaken. Check performance at least 24 hours later, and add new materials at once when organizing low-efficiency materials.

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